Transcreation needs a long term commitment to both France and its media culture and to the British way of life and language. Hiring a young gun is attractive; until they very quickly run out of ammunition. Experience is what you need first, not how fresh faced she/he looks. You need a French copywriter so before hiring one ask yourself when in London: does she/he listen to la matinale de France Inter? (highest audience for a early morning radio show) does she/he watch BFM TV?
Globish is a hideous hybrid of Global and English. It is an international language that most people speak throughout the world in order to communicate. It is a kind of English at its most superficial, used as a vehicle for commerce, and devoid of soul. Globish doesn’t know Shakespeare or The Beatles, it only knows what’s been said in board rooms, or what computers understand. It is empty of any human experience or feelings. People who speak Globish may think they speak perfec